This research investigates electronic entrepreneur-related word of mouth (EEWOM), that is, the social dissemination of information about entrepreneurs via the Internet. Two experimental studies shed light on the interplay between the valence (negative vs. positive) of EEWOM, its language style (concrete vs. abstract), and the consumer–brand relationship (weak vs. strong) in shaping consumers’ brand evaluation. Study 1 shows that, when EEWOM is positive, abstract (vs. concrete) language leads to a higher brand evaluation. When EEWOM is negative, abstract (vs. concrete) language leads to a lower brand evaluation. Furthermore, an entrepreneur’s perceived personal qualities mediate this interaction effect on brand evaluation. Study 2 shows that the consumer–brand relationship moderates the interaction between EEWOM valence and language style. When the consumer–brand relationship is strong, positive abstract (vs. concrete) EEWOM leads to a higher brand evaluation. When the consumer–brand relationship is weak, negative abstract (vs. concrete) EEWOM leads to a lower brand evaluation. These empirical findings not only enrich the literature on word of mouth by exploring the consequences that EEWOM can have on brands and the mechanism underlying its effects on brand evaluation, but also carry implications for managers, who could leverage the obtained results to better handle EEWOM messages.

中文翻译：

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电子创业者相关口碑对品牌评价的影响

本研究调查与企业家相关的电子口碑（EEWOM），即企业家信息通过互联网的社会传播。两项实验研究阐明了 EEWOM 的效价（负面与正面）、其语言风格（具体与抽象）以及消费者-品牌关系（弱与强）在塑造消费者品牌评价方面的相互作用。研究 1 表明，当 EEWOM 为正面时，抽象（与具体）语言会导致更高的品牌评价。当 EEWOM 为负面时，抽象（与具体）语言会导致较低的品牌评价。此外，企业家感知的个人品质在品牌评价中调节了这种交互作用。研究 2 表明，消费者-品牌关系调节 EEWOM 效价和语言风格之间的相互作用。当消费者-品牌关系牢固时，积极的抽象（与具体）EEWOM 会导致更高的品牌评价。当消费者-品牌关系较弱时，负面抽象（与具体）EEWOM 会导致较低的品牌评价。这些实证研究结果不仅通过探索 EEWOM 对品牌的影响及其对品牌评价影响的机制丰富了口碑方面的文献，而且对管理者也有启示，他们可以利用所获得的结果来更好地处理 EEWOM 信息.